FAQ: Contextual Campaigns

Barclay.Idsal

About Contextual Targeting Campaigns

What are contextual targeting campaigns? ​

Contextual targeting campaigns allow you to reach target accounts with ABX programs when they are on topically relevant sites. They enable you to run ads on web pages that are most relevant to your company's offering and to the customers you are targeting.​

When should I run these campaigns?​

Contextual targeting campaigns are ideal if you have a large segment with many accounts and want to prioritize your advertising to accounts with the most interest; for when you are trying to build brand awareness in a specific industry or topic; or if you are prospecting and want to reach accounts when potential customers are starting their online research.​

How should I set these campaigns up?​

You can learn more about setting up contextual targeting campaigns here:​

• Contextual Targeting Campaigns​
• FAQ: Contextual Targeting

Contextual Targeting Campaign Best Practices

Select all the relevant topics.​

Contextual topics are organized by industry. Consider testing topics within your own industry, but also that of your potential customers. You can select multiple topics for the same campaign.

Build messaging off the content you're targeting.​

Contextual targeting campaigns target content, not personas. Make sure your ad messaging speaks to the topics you are targeting. 

Use a large segment to drive a meaningful volume of impressions.​

Larger segments (those with >500 accounts) will have a better chance of being found on contextually relevant pages. If prospecting, use a very large segment based on broad filters to simply qualify potential customers.

Limit additional targeting.​

Avoid layering in additional targeting parameters, such as dayparting, tight frequency caps, or other settings that may make it difficult for your campaign to reach its desired daily budget.